Role of Direct Selling Agent/ Direct Marketing Agent in a Bank

Role of Direct Selling Agent/ Direct Marketing Agent in a Bank: Jaiib/DBF Paper 1 (Module D) Unit 8

Dear bankers,

As we all know that  is Role of Direct Selling Agent/ Direct Marketing Agent for JAIIB Exam. JAIIB exam conducted twice in a year. So, here we are providing the Role of Direct Selling Agent/ Direct Marketing Agent (Unit-8), SUPPORT SERVICES – MARKETING OF BANKING SERVICES/ PRODUCTS (Module D), Principle & Practice of Banking JAIIB Paper-1.

♦Direct Selling

  • Direct selling refers to selling products directly to the consumer in a non-retail environment. Instead, sales occur at home, work, online, or other non-store locations.

♦Direct Marketing

  • Direct marketing is an advertising strategy that relies on the individual distribution of a sales pitch to potential customers. Mail, email, and texting are among the delivery systems used. It is called direct marketing because it generally eliminates the middleman such as advertising media.

Benefit of Direct Marketing

  • It saves time and introduces customer to the various range of products.
  • It is convenient, easy and hassle free for the customer.
  • Various products are available at customer’s disposition
  • It opens various delivery channels to the customer.
  • Banks can offer a real time, customized and personalized marketing,
  • It reduces the operational cost.
  • It saves man hours and manpower in banks.
  • It enables the banker to cater to the needs of individuals, both the commoner and the techno savvy.
  • It enables the banker to use his available time for doing marketing jobs.
  • It enables deployment of available manpower for other jobs

♦Banker as a Direct selling Agent (DSA)/ Direct Marketing Agent (DMA) and his Job Role

  • In The primary responsibility of the Banking Direct Selling Agent/Representative is branch management and in-branch services, teller and platform services, financial product sales, customer services, and management of lending risk to retail customer base. He builds a client base for banking direct sales through prospecting, networking, and referrals.

A typical job description for the Banking Direct Selling Agent Representative role may include:

  • Develops new business prospects in specific geographic areas through cold calls.
  • Interacts with existing customers to increase sales of the bank’s products and services.
  • Requires a high school diploma or equivalent and 2-4 years of experience in the field or in a related area.
  • Familiar with standard concepts, practices, and procedures within a particular field.

Code of Conduct for Direct selling Agents/ Direct Marketing Agents

1.Tele-calling a Prospect (a prospective customer)

  • A prospect is to be contacted for sourcing a bank product or bank related product only under the following circumstances:
  • When prospect has expressed a desire to acquire a product through the bank’s internet site/call centre/Branch or through the Relationship Manager at the bank or has been referred to by another prospect/customer or is an existing customer of the bank who has given consent for accepting calls on other products of the bank.
  • When the prospect’s name/telephone no/ address is available & has been taken from one of the lists/directories/databases approved by the DSA Manager/Team leader, after taking his/ her consent.
  • The TME should not call a person whose name/number is flagged in any “do not disturb” list made available to him/her.

2. Leaving messages and contacting persons other than the prospect.

  • Calls must first be placed to the prospect. In the event the prospect is not available, a message may be left for him/her. The aim of the message should be to get the prospect to return the call or to check for a convenient time to call again. Ordinarily, such messages may be restricted to:
  • Please leave a message that ______________ (Name of officer) representing HDFC called and requested to call back at __________ (phone number)”.
  • As a general rule, the message must indicate:
  • That the purpose of the call is regarding selling or distributing a bank product of HDFC Bank

3. No misleading statements/misrepresentations permitted

TME/BDE should not –

  • Mislead the prospect on any service / product offered;
  • Mislead the prospect about their business or organization’s name, or falsely represent themselves.
  • Make any false / unauthorised commitment on behalf of Axis Bank for any facility/service.

4. Telemarketing Etiquettes


No calls prior to 0930 Hrs or post 1900 Hrs unless specifically requested.

  • No serial dialing
  • No calling on lists unless list is cleared by team leader


  •  Identify yourself, your company and your principal
  • Request permission to proceed
  • If denied permission, apologize and politely disconnect.
  • State reason for your call
  • Always offer to call back on landline, if call is made to a cell number
  • Never interrupt or argue
  • To the extent possible, talk in the language which is most comfortable to the prospect
  • Keep the conversation limited to business matters
  • Check for understanding of “Most Important Terms and Conditions” by the customer if he plans to buy the product
  • Reconfirm next call or next visit details
  • Provide your telephone no, your supervisor’s name or your bank officer contact details if  asked for by the customer.

– Thank the customer for his/her time


  •  Customers who have expressed their lack of interest for the offering should not be called for the next 3 months with the same offer
  • Provide feedback to the bank on customers who have expressed their desire to be flagged “Do Not Disturb”
  • Never call or entertain calls from customers regarding products already sold. Advise them to contact the Customer Service Staff of the bank.

5. Gifts or bribes

  • TME/BDE’s must not accept gifts from prospects or bribes of any kind. Any TME/BDE offered a bribe or payment of any kind by a customer must report the offer to his/her management.

6. Precautions to be taken on visits/contacts

DSA/DMA should :

  • Respect personal space – maintain adequate distance from the prospect.
  • Not enter the prospect’s residence/office against his/her wishes;
  • Not visit in large numbers – i.e. not more than one DMA and one supervisor, if required.
  • Respect the prospect’s privacy.
  • If the prospect is not present and only family members/office persons are present at the time of the visit, he/she should end the visit with a request for the prospect to call back.
  • Provide his/her telephone number, supervisor’s name or the concerned bank officer’s contact details, if asked for by the customer.
  • Limit discussions with the prospect to the business – Maintain a professional distance.

7. Other important aspects – Appearance & Dress Code

DSA/ DMAs must be appropriately dressed –

For men this means

  • Well ironed trousers;
  • Well ironed shirt, shirt sleeves preferably buttoned down.

For women this means

  •  Well ironed formal attire (Saree, Suit etc.);
  • Well groomed appearance.
  • Jeans and/or T Shirt, open sandals are not considered appropriate.

8. Handling of letters & other communication

  • Any communication sent to the prospect should be only in the mode and format approved by the Bank.

♦Channels of Delivery in a Bank

The channels through which a bank offers its services are:

  • ATM Counters
  • Net Banking
  • Phone Banking
  • Mobile Banking
  • Real time Gross settlement system/ SWIFT
  • Single Window system
  • Online trading Account
  • Cash Management Scheme/CMS
  • Linking Banking and Insurance Related Products
  • POS Machines
  • Kioks

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